Advertising and Children

Argumentative Essay # 95994

Advertising
English > Argument
Psychology > Child and Adolescent

This paper argues, based on a literature review, that advertising may be more of an influence on children than parents think it to be.

1,010 words () | 15 sources | APA | 2001 | United States

Published on: Jun 12, 2007

Paper Summary:

This paper explains that, while the debate about the effect of television advertising on children has focused primarily on advertising aimed at children, children also are affected by advertisements aimed at adults, which children may view when watching prime-time television. The author points out that television advertisements often confuse children by blurring the line of reality and by using symbols that advertisers intend for an older audience. The paper relates that, while children may not identify actual celebrities, they certainly identify with fantasy celebrities such as the smile in the condensation of the Kool-Aid pitcher, which may reinforce ideas of refreshment or ideas of rebellion or escape from normal restrictions and routine.

From the Paper:

"Television advertisements are also misinterpreted by children. A study by Eliot Butter illustrates findings in this area. A group of four-year old children were observed watching an episode of Captain Kangaroo. Several times during the show, the program would pause for a commercial break. The children were asked to indicate to the experimenter when the show stopped and the commercials began. While 90% of the children could distinguish when the show stopped and the commercial began, this does not indicate they understand the "true" difference between commercials and programs."

Sample of Sources Used:

Barcus, F.E. (1980). The Nature of television advertising to children. In E.L. Palmer and A. Dorr (eds.), Children and the Faces of Television: Teaching, Violence, Selling. New York. Academic Press.
Blatt, J., Spencer, L., and Ward, S. (1971). A cognitive developmental study of children's reactions to television advertising. In E. A. Rubinstein, G. A. Comstock, and J. P. Murray (eds.), Television and Social Behavior. Washington, DC. US Government Printing Office.
Butter, E. J., Popovich, P. M., Stackhouse, R. H., and Garner, R. K. (1981). Discrimination of television programs and commercials by preschool children. Journal of Advertising Research, 21/2, 53-58.
Dorr, A. (1986), Television and children: A special medium for a special audience. Beverly Hills CA: Sage.
Escobedo, L., and Peddicord, J. (1997). Long-Term trends in cigarette smoking in young U.S. Adults. Addictive Behaviors, 22, 427-430.